LEGO
LEGO TRAM EXPERIENCE
LEGO and Wild Buzz Agency turn Lisbon’s iconic tram into a World Cup campaign, with games on board and redesigned tickets.
Throughout the World Cup, LEGO and Wild Buzz Agency take over Lisbon’s most recognisable symbol, the tram on route 28. Mbappé, Messi, Ronaldo and Vinicius Jr, the four players in the global campaign, appear on the tram in 3D under the slogan Constrói a Tua Lenda. On board, there are experiences and LEGO games to win, and the tickets are redesigned for the occasion. The campaign surprises residents and tourists alike and generates strong media coverage.
Constrói a Tua Lenda turns the route 28 tram into LEGO bricks
Throughout the World Cup, LEGO and Wild Buzz Agency take over Lisbon’s most recognisable symbol, the tram on route 28. A full trompe-l’œil wrap makes it look as though the tram is built entirely from bricks, with the international LEGO campaign slogan Constrói a Tua Lenda.
On the sides of the cars, the four players in the global campaign come to life as oversized figures: Mbappé, Messi, Ronaldo and Vinicius Jr. The tram, a moving landmark used daily by residents and tourists, becomes a medium for the brand in its own right.
Turning a moving landmark into a LEGO playground
An experience that goes well beyond the wrap
The campaign goes beyond the outside of the tram. On board, LEGO games and experiences give passengers the chance to win prizes. The transport tickets are also redesigned for the occasion, turning an everyday object into a campaign souvenir.
The result surprises residents and visitors alike and generates strong media coverage.
Public transport as a medium for a brand
A historic tram is more than an advertising board. It is an object the city cares about, photographed thousands of times a day and part of its collective imagination well beyond its role as transport. Dressing it means working with that affection and taking care over every detail.
Designing an urban stunt on the scale of a capital
An activation like this involves several strands of work at once.
- Adapting the global creative platform to the tram
- Designing and producing the 3D trompe-l’œil wrap
- Coordinating with the transport operator and local authorities
- Redesigning the tickets and supporting materials
- Developing the game and prizes on board
- Managing press relations and amplifying the coverage
From Paris to Lisbon, this project shows what a Paris event agency can produce when it brings a brand activation into public space in another country’s capital.